The future of eco-conscious clothing

Today I was interviewed by Alex, a New York magazine and UrbaneBloc a popular Toronto online blog. There was one important recurring question. What's the future for eco-conscious clothing. Where is this trend heading?

I think the perception is that this trend is moving fast and furious. That may be true based on the media coverage but the innovation in this area is still very stagnant.

When people say eco-conscious first thing comes to mind is earth, nature, and the hippies and tree huggers. Also these consumers are the easiest target for eco-conscious clothing.

So what happens? People who start these eco-friendly clothing lines are in this category and they make their clothing for this category. All eco-friendly clothing aims at this target or has this branding theme. Go ahead, search for eco conscious lines on Google. Very earthy natural colours and designs.

God bless the hippies and tree huggers but they are such a small percentage of the population and can't make the major difference. You can't force the mass community to digest this style. People don't buy ugly stuff just to help the environment.

I saw this eco shirt with what looks like poo on it. Yea, it's eco friendly but not many people can wear it. I don't pay for shirts with poo stains on it, I pay to get it off.

What I'm doing with JUZD is offering a product that is fashionable and in style. We have to aim our sustainable clothing to the masses. We need to have eco-conscious clothing that competes with Diesel, Energie, and Christian Audigier. We can't force these consumers to wear poo stained shirts!

I hope others will follow. This is how we can appeal to the masses to be wear eco-conscious clothing. This is the future of eco-conscious clothing.

JUZD team at Magic / Pool / Project shows in Las Vegas

From February 12th to the 15th the JUZD team was in Las Vegas checking out North America's premiere fashion trade shows, MAGIC, POOL, and PROJECT. Despite the predicting US recession the buyers were spending and spending lots. It was a good season for the brands we visited. Above photo (Jing Liu aka me! [lead designer of JUZD Bamboo Streetwear], Masahiko Nakane aka Polo [owner of Panty Japan], Christian Audigier, Yuichi Ishii [buyer for Panty Japan])



Once again Christian Audigier was the talk of the show.With the largest booth at Project, guest stars, naked (but artistically painted) girls, swimsuit models, and a performance by Snoop, Christian Audigier's booth was the spot to chill. Christian Audigier also premiere his latest label Crystal Rock, named after his daughter.


The colorful Creative Recreation showcased its new sneaker collection and style for Fall. While smaller labels such as Shmack Footwear were making head waves and extending their distribution for the fist time to Japan.

I was able to check out Raw 7. It maintained it's high end grudge style. It brought its unique style of art to sandals and underwear (which I got samples of woohoo). Another brand that caught my eye was Hard 8, an up and coming brand out of LA. It has simliar grunge style as Raw 7 and strong symbolic designs. What was also great was the overall fit and design of the shirts. It fits and feels really good and the designs was perfect for the shirt.

Pool was also a very interesting experience. It was one big chilling lounge. Lots of cool and funky brands. Alternative Apparel was a major sponsor, they were giving out free t-shirts, hats, and other cool stuff. But one of the most interesting brand is Cyberoptix Tie Lab. They print designs on ties and their creativity and craftmanship are amazing. Had a chance to talk to Bethany who is the principle designer and she's a really nice girl. It's not the usual silk suit ties I'm use to.

As for Magic, the big show, it wasn't all that interesting...to me anyways. Lots of huge brands. As for the streetwear section, it was like night clubs, with girls in skimpy outfits handing out flyers. But that's the streetwear culture. I prefer the class of Project.

Overall it was a very enlightening trip and I had a lot of fun. We are currently trying to get a booth at the Project show in August. Come check us out!